We try to solve very complicated problems without letting people know how complicated the problem was.

The goal of Apple is not to make money but to make really nice products, really great products.

It became an exercise to reduce and reduce, but it makes it easier to build an easier for people to work with.

Making the solution seem so completely inevitable and obvious, so uncontrived and natural - it's so hard!

Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple.

Apple's Jony Ive describes his "fanatical" approach to design in new interview

The more I learnt about this cheeky - almost rebellious - company, the more it appealed to me, as it unapologetically pointed to an alternative in a complacent and creatively bankrupt industry. Apple stood for something and had reason for being that wasn't just about making money.